1. AWS Summit 2013 Milan
31 Ottobre 2013
TRANSFORMATION
POWERED BY THE AWS CLOUD
Carlos Conde
Sr. Mgr. Solutions Architecture

2. Amsterdam
Our largest AWS Summit series, ever.
Over 40,000 people registered
Stockholm
San Francisco

3. 7 YEARS YOUNG
AMAZON S3 LAUNCHED ON MARCH 14TH 2006

4. 100,000S
OF CUSTOMERS, ACROSS 190 COUNTRIES.

5. HERE AND ABROAD

6. 30+ SERVICES
COMPUTE, STORAGE, DATABASE,
APPLICATION MANAGEMENT…

7. AWS SERVICE AND FEATURE LAUNCHES
159
82
61
48
24
9
2007
2008
2009
2010
2011
2012

8. AWS SERVICE AND FEATURE LAUNCHES
159
154
82
61
48
24
9
2007
2008
2009
2010
2011
2012
2013

9. AWS SERVICE AND FEATURE LAUNCHES
159
82
61
48
24
9
2007
2008
2009
2010
2011
2012
2013

10. AMAZON S3: OVER 2 TRILLION TOTAL OBJECTS
1.1M peak
requests/sec

11. AMAZON ELASTIC MAPREDUCE
5.5 MILLION CLUSTERS LAUNCHED
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
10
10
10
11
11
11
11
11
12
12
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12
10 010
11
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/20
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/2
/ 20
/ 20
/ 20
/ 20 /6/2 0 4/ 20 2 /20 1 /20 8/ 20 /7/2 0 6/ 20 4/ 20 /1/2 0 0 /20 8 /20 6/ 20 6/ 20
/22 7/10 8/28 0/16 12/4 1/22 3/12 4/30 6/18
/2
/1
/2
/1
/2
/1
8
4
9
/1
/3
/2
/0
5
9
2
5
7
1
3
1
11
12
10
12

12. Infrastructure as a Service
Magic Quadrant 2013

13. “AWS is the overwhelming market share
leader, with more than five times the
compute capacity in use than the aggregate
total of the other fourteen providers.”

14. “ The most radical and transformative of
inventions are those that empower
others to unleash their creativity
to pursue their dreams ”
Jeff Bezos, Letter to Shareholders, 2012

15. “ The most radical and transformative of
inventions are those that empower
others to unleash their creativity
to pursue their dreams ”
Jeff Bezos, Letter to Shareholders, 2012

16. TRANSFORMATION:
» WHAT DRIVES IT ?
» WHO IS DOING IT ?
» WHAT IS NEXT ?

17. TRANSFORMATION:
» WHAT DRIVES IT ?
» WHO IS DOING IT ?
» WHAT IS NEXT ?

18. ECONOMIC DRIVERS
$
S
Abundance of products
Intensifying competition
D
Growing consumer power
Reduced customer loyalty
Limited capital
Q

19. VARIABLE
EXPENSE
ECONOMIES
OF SCALE
ELASTIC
CAPACITY
Replace capital
expenditure with variable
expense
Lower variable expense
than companies can
achieve themselves
No need to guess
capacity requirements
and over-provision
SPEED AND
AGILITY
FOCUS ON
BUSINESS
INCREASE
INNOVATION
Infrastructure in minutes
not weeks
Not undifferentiated
heavy IT lifting
Lower the cost of
experimentation

20. VARIABLE EXPENSE
REPLACE CAPITAL EXPENDITURE
WITH VARIABLE EXPENSE

21. Capital investment
Physical installation
$0 to get started
Pay as you go

23. ECONOMIES
OF SCALE
LOWER VARIABLE EXPENSE
THAN COMPANIES CAN ACHIEVE THEMSELVES

24. 2003
• $5.2B retail business
• 7,800 employees
• A whole lot of servers

25. 2003
2013
• $5.2B retail business
Every day, AWS adds enough
• 7,800 employees
server capacity to power that
• A whole lot of servers
whole $5B enterprise

26. Reduced
Prices
Lower
Infrastructure
Costs
Economies
of Scale
More
Customers
More AWS
Usage
More
Infrastructure
37 PRICE
REDUCTIONS
SINCE 2006

27. $3.01M
$0.90M
ON-PREMISE
70% LOWER
5 YEAR TCO
PER APP
AWS
Source IDC Whitepaper, sponsored by Amazon, “The Business
Value of Amazon Web Services Accelerates Over Time.” July 2012

28. TRUSTED ADVISOR
Customer Audits:
Saves money
Improves availability
Closes security gaps
Increases performance
Recent Performance:
329,000 recommendations
$22M in annualized savings

30. Reduced web
infrastructure cost
by 50%
Reduce IT costs by
40% over a five
year period

31. ELASTIC CAPACITY
NO NEED TO GUESS CAPACITY REQUIREMENTS
AND OVER-PROVISION

32. SELF HOSTING
Actual demand
Actual demand
Waste
Predicted Demand
RIGID
ELASTIC

33. TYPICAL WEEKLY TRAFFIC TO AMAZON.COM
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday

34. TYPICAL WEEKLY TRAFFIC TO AMAZON.COM
39%
Sunday
Monday
Tuesday Wednesday
Thursday
Friday
Saturday
61%

35. NOVEMBER TRAFFIC TO AMAZON.COM

36. NOVEMBER TRAFFIC TO AMAZON.COM
76%
24%

37. NOVEMBER TRAFFIC TO AMAZON.COM

38. NOVEMBER 10TH 2010
TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER
ST
31
2011
TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS

39. NOVEMBER 10TH 2010
TURNED OFF LAST PHYSICAL WEB SERVER
OF AMAZON.COM
OCTOBER
ST
31
2011
TURNED OFF LAST WEB SERVERS SUPPORTING
EUROPEAN BUSINESS

40. SPEED & AGILITY
INFRASTRUCTURE IN MINUTES, NOT WEEKS

41. Old World: Infrastructure in Weeks
Infrastructure in Minutes
Add New Dev Environment
aws.amazon.com/managementconsole
Instance Type
M3 Extra Large
1,000
Number of Instances
Availability Zone
US-West-2b
Launch
Add New Production Environment
Add New Environment in Japan
Add 1,000 Servers
Remove 1,000 servers

42. “We reduced application
deployment times from 2
months to 3 days.”
“Time to deploy from
went weeks to
hours.”
“We can double server
capacity in 20 seconds”

43. « Money is a renewable resource.
Time is not. »

44. FOCUS ON
BUSINESS
NO INDIFFERENCIATED HEAVY IT LIFTING

45. We take care of it…
So you don’t have to …
Data Centers
Power
Cooling
Cabling
Networking
Buy and install new hardware
Setup and configure new
software
build or upgrade data centers
Racks
Servers
Storage
Labor

47. STOP SPENDING MONEY ON
UNDIFFERENTIATED HEAVY LIFTING

48. INCREASE
INNOVATION
LOWER THE COST OF EXPERIMENTATION

49. ON-PREMISES
$ Millions
Experiment Infrequently
Nearly $0
Experiment Often
Failure is expensive
Fail quickly at a low cost
Less Innovation
More Innovation

50. « Want to increase innovation?
Lower the cost of failure »
Joi Ito

51. + ELASTIC CAPACITY
+ NO CAPEX
+ PAY AS YOU GO
+ AVAILABLE ON-DEMAND
= NO
CONSTRAINTS

52. + ELASTIC CAPACITY
+ NO CAPEX
+ PAY AS YOU GO
+ AVAILABLE ON-DEMAND
= NO
RISKS

53. Introducing AWS Activate
All the resources you need
to get started and scale on
AWS:
AWS Training
AWS Support
Startup Forum
AWS Promotional Credit
Special offers from third parties
Learn more and sign up at https://aws.amazon.com/activate/

55. TRANSFORMATION:
» WHAT DRIVES IT ?
» WHO IS DOING IT ?
» WHAT IS NEXT ?

56. EVERY SECTOR

57. « A startup is a human institution
designed to create a new product
or service under conditions of
extreme uncertainty »
Eric Ries – The Lean Startup

58. Milan, October 31 2013
MANAGEMENT ESSENTIALS
Davide Paganoni
WW Learning and Development Director

59. TEASER
59

60. INTERNET, WEB AND MOBILE APPLICATIONS
•
A deep respect for the past but at the same time with an eye firmly focused on the future
60

61. MANAGEMENT ESSENTIALS
CORPORATE
CITIZENSHIP
Fostering a Talent Management
Culture
Delivering a WW Learning Program
Alongside the values of quality, creativity and Italian artisanal
craftsmanship Gucci also believes in the importance of a
responsible attitude towards people, the environment and the
communities in which it operates.
Corporate citizenship is a fundamental part of the mission and
operating philosophy of the company.
Classroom
Be Innovative and Creative
Tutor
Sync
How new technologies connect the
learning?
Sync
Learner
61

62. COURSE FORMAT AND GUCCI VALUES
CRAFTMANSHIP: 100% Gucci tailored program
A business case as trigger for customization
Overview on HR tools and processes
•
•
RESPONSIBLE: Every Manager is a Chief Talent Officer
INNOVATIVE & COOL : New learning experience!
iPad interaction among participants anywhere, anytime,
in different languages
•
62

63. TIME TO MARKET: SHORT !
App design, development
and implementation
April – May 2013
Pilot session
Florence, May 2013
TTT for WW Learning Community
Seoul, July 2013
Global delivery
ongoing
63

64. THE PROJECT
Classroom
Tutor
Sync
Sync
Learner
64

65. APP PREVIEW: PERFORMANCE MANAGEMENT PROCESS
65

66. APP PREVIEW: TALENT MAPPING
66

67. APP PREVIEW: MANAGERIAL ROLE
67

68. APP PREVIEW: PERFORMANCE APPRAISAL
68

70. HEALTHCARE &
BIOTECHNOLOGY
HUGE IMPACT
COLLABORATIVE ON A GLOBAL SCALE
 RAPID INNOVATION

74. CLUSTER GPU
QUADRUPLE EXTRA LARGE
Intel Xeon X5570, quad-core
Nehalem architecture
NVIDIA Tesla Fermi
M2050 GPUs
22 GB of memory – 1.7 TB of storage
2x
2x

75. CLUSTER GPU
QUADRUPLE EXTRA LARGE
Intel Xeon X5570, quad-core
Nehalem architecture
NVIDIA Tesla Fermi
M2050 GPUs
22 GB of memory – 1.7 TB of storage
2x
2x

76. ON A SINGLE INSTANCE
COMPUTE TIME: 4h
COST: 4h x $2.1 = $8.4

77. ON MULTIPLE INSTANCES
COMPUTE TIME: 1h
COST: 1h x 4 x $2.1 = $8.4

84. 3 HOURS
FOR $4828.85 / hr

85. INSTEAD OF
$20
MILLIONS
IN INFRASTRUCTURE

87. FINANCIAL SERVICES
EXTREME COMPETITION
NEW PRODUCTS AND INSTRUMENTS DAILY
 RAPID DATA ANALYSIS

88. STRINGENT REGULATORY,
COMPLIANCE AND SECURITY
REQUIREMENTS.

92. HOSPITALITY
COST CONSCIOUS, RAPID ONLINE GROWTH
HUGE OPPORTUNITIES FOR ONLINE ENGAGEMENT
 FOCUS ON THE CUSTOMER

98. INDUSTRIES
HUGE ORGANIZATIONS
STRIVE FOR AGILITY
 IT IS A FUNDAMENTAL COMPONENT

101. AWS Case Study
Automobili Lamborghini

102. COMPANY AND BRAND OVERVIEW
The origin
“THE LAMBORGHINI STORY IS TOLD
RAPIDLY: THE OTHERS WEREN’T GOOD
ENOUGH.”
Founded in 1963 by Ferruccio Lamborghini,
Automobili Lamborghini S.p.A is headquartered in
Sant’Agata Bolognese, Italy, where it manufactures
exclusive super sports cars.

103. COMPANY AND BRAND OVERVIEW
Product portfolio
350 GT
1964
400 GT
Miura
1966
1968
Espada
1970
1971
1981
Diablo
1990
Countach

104. COMPANY AND BRAND OVERVIEW
Product portfolio/2
2001
Gallardo Coupé
Murciélago
Coupé
2003
Murciélago
Roadster
Gallardo Spyder
2005
2007
Murciélago LP
670-4
Superveloce
Aventador LP 700
2009
2011
2012
Reventón
Gallardo LP 5704 Superleggera

105. COMPANY AND BRAND OVERVIEW
Today
HQs: Sant‘Agata Bolognese
Regional offices: Washington, Beijing,
Tokyo, Singapore
Employees: 1.006
Dealer Network: 121 – 43 Markets
Turnover: 469 mio. Eur (+46% Vs. 2011)
Sales: 2.083 units (+30% Vs. 2011)
Mkt. Share ESS segment: 7,7%

106. THE CHALLENGE
Identifying the right hosting solution for corporate website
Hosted on an outdated infrastructure
Not scalable
Bandwidth was not optimized
No internal IT support
Very tight deadline

107. AVAILABLE OPTIONS
July 28th, 2011: 38 days to go live ...
1. On-premise data center
2. Local hosting provider
3. Cloud Computing solution
We considered business analysts’ evaluation and forecast. We acted as a
startup and choosed the most flexible IaaS platform on the market.

108. BENEFITS
The right move
+346,43% traffic increase YoY
Robust and scalable infrastructure
against unpredictable spykes of traffic
Cost per visit reduced by 25%
Fully outsourced

109. Elastic Load
Balancing
AWS ARCHITECTURE
Basic overview
Located in Ireland
EC2
EC2 Auto
scaling
Group
LAMP stack
TYPO3 Enterprise class
OSS CMS
NAT
AZ 1a
EC2
EC2 Auto
scaling
Group
NAT
AZ 1b
ElastiCache
Cache Node
RDS
AZ eu-west 1a
AZ eu-west 1b
AWS
CloudFormation
Autoscaling
EC-Templates

110. NEXT STEPS
Better serving emerging markets
Amazon CloudFront for Dynamic
Content
Route53
Multiple regions

111. THANKS!
Roberto Ciacci
Digital Marketing Manager
@robertociacci

112. MEDIA & ADVERTISING
DATA-DRIVEN
COMPETITIVE LANDSCAPE CHANGING
 NEW WAYS TO MONETIZE CONTENT

113. Newspaper Advertising Revenue
Adjusted for Inflation, 1950 to 2012
$70,000
$60,000
$50,000
Print Only
$40,000
Including Online
$30,000
Millions of 2012 Dollars
$20,000
$10,000
1950
1960
1970
1980
Source: Newspaper Association of America
Carpe Diem Blog
1990
2000
2010

122. OLYMPICS
WIDGET
EURO 2012
WIDGET

123. “AWS helped us to survive the
Olympic summer of 2012”

124. ABLE TO SERVE
30 MILLION WIDGETS
DURING THE OLYMPICS
SERVING MORE THAN
320 MILLION WIDGETS

125. SOFTWARE
HIGHLY COMPETITIVE
RAPIDLY INOVATING
 NEW WAYS TO DISTRIBUTE SOFTWARE

127. WWW.123DAPP.COM

134. BUY SOFTWARE PRE-CONFIGURED TO RUN ON AWS
25 CATEGORIES
977 PRODUCT LISTINGS
GROWTH SINCE JAN 1st 2013
ACTIVE CUSTOMERS +308%
USAGE PER CUSTOMER +152%

136. TRANSFORMATION:
» WHAT DRIVES IT ?
» WHO IS DOING IT ?
» WHAT IS NEXT ?

137. TRANSFORM
YOUR
BUSINESS

138. THANK YOU
carlosco@amazon.lu